The following projects run by Vienna Alps in Niederösterreich Tourismus GmbH are supported by the Lower Austrian Provincial Government, the Federal Ministry of Agriculture, Forestry, Regions and Water Management, and the European Union as part of regional development in rural areas.
Year-round mountain experience
Vienna Alps in Niederösterreich Tourismus GmbH, as the tourism organisation responsible for the destination, has been tasked with initiating new projects, developing themes and providing leadership in their implementation. Furthermore, it is stipulated that Vienna Alps in Niederösterreich Tourismus GmbH is responsible for implementing the development and marketing of the destination’s tourism products in collaboration with tourism providers.
The values of “quality”, “sustainability”, “regionality” and “authenticity” set out in the Lower Austria Tourism Strategy 2025, and the areas of expertise “Experiences on hills and mountains”, ‘(World) Culture’, ‘Healthy and Mindful Living’ and ‘Regional Delights’ of the Vienna Alps Tourism Strategy 2025 serve as the basis for the above-mentioned task definitions.
Mountain experiences in the Vienna Alps have a long tradition as a tourist attraction and as a motivation for a stay or a day trip. Recent T-MONA findings show that visitors come to the Vienna Alps primarily for the natural scenery and hiking.
Thanks to initiatives by many organisations, an almost comprehensive network of hiking trails has been established. Building on this network, Wiener Alpen in Niederösterreich Tourismus GmbH designed and implemented the “Wiener Alpenbogen - Arc of the Viennese Alps (trail)” between 2012 and 2014 as part of a LEADER project.
The aim of the project is to evaluate the ‘Wiener Alpenbogen - Arc of the Viennese Alps (trail)’ and revise the existing concept with the support of an external consultant. The aim is to subject the ageing ‘Wiener Alpenbogen - Arc of the Viennese Alps (trail)’ to a professional assessment. Developments in digitalisation and in visitor behaviour over the last ten years must be taken into account and considered for the further development of the tourist offering along the main hiking trail.
In addition, a number of “gems” have emerged along the main hiking trail, which also need to be evaluated in this context. These include, for example, the railway hiking trail in the Semmering World Heritage Site, the hut hopping on the Rax, and the Rosalia circular hiking trail around Bad Erlach and the other spa towns. Their impact on the overall destination offering in the hiking sector will be integrated into the new concept and will serve as a basis for future product development and communication.
A further objective is the analysis and development of the infrastructure (e.g. hiking starting points) along the main hiking trail. The question arises as to how up-to-date the current tourist signage at the hiking starting points and viewpoints is.
And as part of the project, the current state of digitalisation is also to be incorporated into the concept, e.g. how can the expansion of the digital hiking badge and the digital hut logbook be driven forward, thereby guiding visitors and motivating them to return.
Through a marketing contribution to the Association of Austria’s Hiking Villages – the sole and highly competent platform for hiking regions and villages in Europe – the results of the concept will be repositioned and promoted in collaboration with the association.
As further communication measures, promotional materials for the main hiking trail and the defined highlight trails will be produced.
To ensure the professional qualifications required for the ‘year-round mountain experience’ product, a training initiative for hiking guides is planned. This will provide interested parties with professional hiking guide training. The aim is to run a basic module for beginners and an intensive module for existing hiking guides.
Cycling Experience in the Vienna Alps
Vienna Alps in Niederösterreich Tourismus GmbH, as the tourism organisation responsible for the destination, has the mandate to initiate new projects, develop themes and provide leading support. Furthermore, it is stipulated that Vienna Alps in Niederösterreich Tourismus GmbH must implement the development and marketing of the destination’s tourism products in collaboration with tourism providers.
The values of ‘quality’, ‘sustainability’, ‘regionality’ and ‘authenticity’ set out in the Lower Austria Tourism Strategy 2025, and the resulting areas of expertise – ‘Experiences on hills and mountains’, ‘(World) Culture’, ‘Healthy and Mindful Lifestyles’ and ‘Regional Delights’ of the Vienna Alps Tourism Strategy 2025 serve as the basis for the task definitions mentioned above.
The cycling experience in the Vienna Alps does not yet have a long tradition as a tourist offering or as a motivation for a stay or a day trip. Due to the region’s topography, the destination area has only become of interest to leisure cyclists since the development of electric bikes. The gradients of hills and mountains are now no longer insurmountable obstacles, even for less fit cyclists. Cycling experiences in alpine landscapes, in particular, are increasingly in demand among visitors.
Based on a basic network of cycle paths established by the Province of Lower Austria, the cycling tourism offering is to be expanded and promoted. The Vienna Alps Cycling Concept 2012 and the resulting idea of a ‘Vienna Alps Cycle Route’ serve as the basis for this offering. The design and any necessary signage are not part of the current project.
The aim of the project is to revise and update the Vienna Alps cycling offering. Building on the existing cycling concept, which already includes the idea of a Vienna Alps Cycle Loop, this is to be realised thanks to the new possibilities offered by developments in cycling technology (keyword: e-bike). To this end, the three cycle routes – Eurovelo 9, the Feistritz Valley Cycle Route and the Schwarzatal Cycle Route – are to be supplemented with a connecting route starting from Wiener Neustadt to form a loop, and the feasibility of this plan is to be assessed.
In collaboration with partners along the existing cycle routes and cycle paths, and taking into account a comprehensive range of cycling options in the Vienna Alps, a workshop is planned with key stakeholders in the cycling sector. The aim is to work with external cycling experts to identify, understand and address the requirements for a modern cycling offering and the needs of cycling visitors.
An important factor within this project is the quality assurance of the tourism offering surrounding the cycle routes and cycle paths. Through the introduction of ‘Radpartner Niederösterreich’, a quality mark for accommodation and catering establishments as well as Excursion destinations in Lower Austria, there is an opportunity to certify interested partners under this quality mark and identify them as cycle-friendly businesses. The certification process forms part of this project.
A further objective is the analysis and development of the tourism infrastructure (e.g. cycle starting points) along the cycle routes and cycle paths. The question arises as to how up-to-date the current tourism signage at the cycle starting points is.
The project will also examine the current state of digitalisation and incorporate it into a new, contemporary content strategy. This strategy is intended to lay the groundwork for the results of the digitalisation process, which will be underway in Lower Austria at the time of the planned project launch.
Initial results of the concept review are to be implemented as part of this project and incorporated into communications for and with visitors. Advertising materials and marketing measures are therefore planned to complement the development process.
(Cultural) tourism positioning of the regions in Vienna
The Vienna Alps tourism destination in Lower Austria has been tasked with positioning Wiener Neustadt and the surrounding regions of the Vienna Alps (geographically speaking, these are the areas of Semmering, Rax, Schneeberg, Bucklige Welt, Wechselland, Piestingtal and Hohe Wand) within Vienna’s local tourism market. The project’s measures are intended to appeal to opinion leaders on the one hand, whilst addressing a broad audience on the other.
The Vienna Alps tourism destination in Lower Austria is intended – according to the guidelines set by Niederösterreich Werbung and the other shareholders of the limited liability company – to succeed in the Vienna local market. The urban audience, specifically the Sinus-Milieus of the ‘Post-Materialists’ and the ‘Adaptive-Pragmatic Centre’ (see https://www.sinus-institut.de/sinus-milieus/sinus-milieus-oesterreich) – should perceive the destination and its regions as promising (short-break) holiday destinations, particularly with regard to the ‘culture’ holiday theme.
Regional tourism management for the Bucklige Welt experience region
In 2018, prompted by tourism developments ahead of the Lower Austria Provincial Exhibition, the post of a tourism manager for the Bucklige Welt South experience region was created. In the initial phase, this role focused particularly on networking tourism businesses and local authorities with one another and with the Destination GmbH. Numerous tourism projects and initiatives have thus been implemented in recent years.
Development in the Bucklige Welt South experience region is driven both by committed mayors with an interest in tourism and by individual business initiatives, such as the Hotel Krumbacherhof or Eisgreissler, which make a strong supra-regional impact and give the region a tourism USP. In addition, initiatives such as “Sooo gut schmeckt die Bucklige Welt” are driving the region’s tourism development forward.
The development of the Bucklige Welt South experience region, with its focus on cuisine, nature and health, is firmly embedded in both the state’s tourism strategy and that of the destination.
In addition to project-related tasks, the role serves as the permanent coordination point for regional tourism partners and stakeholders. This has proven to be indispensable.
The aim is to give this adventure region a distinctive tourism profile and image in the coming years as well. This profile is intended to generate additional overnight stays beyond the regional target groups. For example, in cooperation with partners from various sectors, processes are to be set in motion and the tourism profile further developed. Existing offerings and attractions are also to be redeveloped or further enhanced.
As the development of tourism destinations and their constituent organisations is heavily dependent on projects, professional project management with strong local networks within the destination will be required. This project envisages the appointment of a cross-project management role, which will contribute to the region’s further tourism development, continue projects already underway, and apply acquired expertise to new projects. As this is a holistic role for tourism-related tasks, the position itself has project status and is not limited to individual projects. This ensures that synergies and interfaces between individual projects are utilised to the fullest extent possible.
Regional tourism management for the Schneebergland adventure region
The Schneebergland adventure region, firmly rooted in its tourism heritage and home to numerous leading tourism businesses, has been unable to capitalise on the momentum generated by the Lower Austria Provincial Exhibition 2019 due to the difficult pandemic situation. Tourism development is driven by attractive attractions, such as the Schneebergbahn railway or the Hohe Wand Nature Park, which have a strong national impact. In addition, accommodation providers such as the Hotel Schneeberghof or the country inn ‘Zur Schubertlinde’ are driving the region’s tourism development forward.
The development of the experience region around Schneeberg and Hohe Wand with a focus on nature is anchored in both the province’s and the destination’s tourism strategies with a variety of content. The aim is to give this adventure region a distinctive nature tourism profile and image over the coming years. This profile is intended to attract additional overnight stays beyond the regional target groups. For example, in cooperation with partners from various sectors, a visible nature tourism profile is to be developed through a development process, through which existing offerings and attractions will be newly developed or further enhanced.
The initiatives undertaken so far, mostly by larger tourism providers, do not present a comprehensive picture of the tourism offering. There is therefore an urgent need for new regional project ideas. Solutions must be devised to manage visitor flows, and measures and products must be developed and consolidated.
As the development of tourism destinations and their constituent organisations is heavily dependent on projects, professional project management with strong local networks within the destination will be required.
In addition to project-related tasks, this role serves as the permanent coordination hub for regional tourism partners and stakeholders. Such a role has proven to be indispensable.
The aim of this project is to fill a cross-project management role that influences the region’s tourism development, initiates projects and brings tourism expertise to new projects. As this is a holistic role for tourism-related tasks, the position itself has project status and is not limited to individual projects. This ensures that synergies and interfaces between individual projects are utilised to the fullest extent possible.
Regional tourism management for the Wechselland experience region
In 2020, prompted by developments surrounding the Lower Austria Provincial Exhibition, the post of a tourism manager for the Wechselland Experience Region was created. This role focused particularly on networking tourism businesses and local authorities with one another and with the Destination GmbH. The first small-scale tourism projects and initiatives were already implemented in the first year of the role.
The demands placed on the employee could not be met within the original 20-hour working week. Following the departure of the first employee in 2021, the role was upgraded to full-time (38.5 hours) and filled in 2021. This enabled new projects and tasks to be tackled efficiently.
Development in the Wechselland adventure region is driven by businesses, such as Familienarena Bucklige Welt-Wechselland GmbH or Schischaukel Mönichkirchen-Mariensee GmbH, which have a strong national presence and give the Wechselland its unique selling point (USP) in tourism. In addition, businesses such as the Molzbachhof in Kirchberg am Wechsel are driving the region’s tourism development forward.
The development of the adventure region around the Wechsel under the theme of ‘Schwaigen’ is anchored with various elements in both the state’s tourism strategy and that of the destination. The aim is to give this adventure region a distinctive nature-tourism profile and image over the coming years. This profile is intended to generate additional overnight stays beyond the regional target groups. For example, in cooperation with partners from various sectors, a visible nature-tourism profile is to be developed through a development process, through which existing offerings and attractions will be newly developed or further enhanced.
As the development of tourism destinations and their constituent organisations is heavily dependent on projects, professional project management with strong local networks within the destination will be required.
In addition to project-related tasks, the role serves as the permanent coordination point for regional tourism partners and stakeholders. This has proven to be indispensable.
The aim of this project is to fill a cross-project management role that contributes to the region’s further development in tourism, continues projects already underway, and applies acquired expertise to new projects. As this is a holistic role for tourism-related tasks, the position itself has project status and is not limited to individual projects. This ensures that synergies and interfaces between individual projects are utilised to the fullest extent possible.
Culinary Experience: the Vienna Alps in Lower Austria
In the run-up to the project, a distinctive culinary positioning was developed for the Vienna Alps destination in Lower Austria and its five experience regions. As part of this development process, involving key stakeholders from the destination’s gastronomy sector (particularly pub culture) and the hotel industry, as well as representatives of culinary initiatives, show kitchens and regional producers, a series of culinary offerings called “Gedanken-Gänge” was developed alongside the destination’s positioning. This new series of events will in future be available for guests to experience and book as a flagship culinary offering.
This project comprises activities designed to strengthen and raise the profile of the culinary offerings of the Vienna Alps in Lower Austria and its five experience regions.
The destination’s culinary stakeholders are to be provided with networking opportunities and the associated closer collaboration amongst themselves, in the interests of quality assurance. The aim is to intensify exchange and cooperation between regional businesses in order to create synergies and jointly enhance the destination’s appeal.
Through visits and presentations by successful flagship businesses, the aim is to provide impetus for innovation and further development, both in the development of culinary offerings and in the networking of businesses and regional producers. Networking is to be promoted, among other things, to strengthen sustainable and regional value chains.
Furthermore, the aim is to raise awareness of the destination’s culinary offerings and businesses and to highlight their uniqueness. The flagship for this is to be the key product “Gedanken-Gänge”, which is to be specifically positioned for the post-materialist target group so that it is noticed on the market and actively booked. Emotional messages (e.g. through imagery) and targeted communication (e.g. a calendar of events) are intended to inspire visitors and encourage them to visit the destination (again).
The culinary offering of the destination and its regions is thus to be designed to be attractive, innovative and forward-looking in the long term, in order to meet the needs of the defined target group